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"Rise of the middle of the pyramid in Africa" : theoretical and practical realities for understanding middle class consumer purchase decision making
Chikweche, Tendai; Fletcher, Richard - In: The journal of consumer marketing 31 (2014) 1, pp. 27-38
Persistent link: https://www.econbiz.de/10010254014
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Targeting the floating middle of pyramid consumers in Africa : revisiting marketing mix considerations
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of international consumer marketing 34 (2022) 5, pp. 517-536
Persistent link: https://www.econbiz.de/10013465894
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Exploring Africa's heterogenous middle class' brand behaviour in the new digital age : practical insights from a multiple country study
Chikweche, Tendai; Lappeman, James; Mohammed, Hossain; … - In: Journal of international consumer marketing 37 (2025) 1, pp. 55-71
Persistent link: https://www.econbiz.de/10015191963
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Revisiting middle-class consumers in africa : a cross-country city-based investigation outlining implications for international marketers
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of international marketing 29 (2021) 4, pp. 79-94
Persistent link: https://www.econbiz.de/10012660730
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Marketing financial services in Africa : exploring the heterogeneous middle-class consumer across nine countries
Chikweche, Tendai; Lappeman, James; Egan, Paul - In: Journal of financial services marketing 29 (2024) 1, pp. 1-16
Persistent link: https://www.econbiz.de/10014479191